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Brand Logo Benefit: Is There any Evidence of its Impact in the Higher Education Sector? | ||
Interdisciplinary Journal of Management Studies (Formerly known as Iranian Journal of Management Studies) | ||
دوره 15، شماره 2، تیر 2022، صفحه 305-320 اصل مقاله (583.7 K) | ||
نوع مقاله: Research Paper | ||
شناسه دیجیتال (DOI): 10.22059/ijms.2021.308166.674175 | ||
نویسندگان | ||
Faraz Sadeghvaziri* 1؛ Omid Gomar2؛ Mohammad Azimi2؛ Ali Shoja3؛ Amin Mozafari2 | ||
1Assistant Professor, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran | ||
2M.A. in Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran | ||
3PhD Candidate in Marketing Management, Faculty of Management, University of Tehran, Tehran, Iran | ||
چکیده | ||
Few studies have examined the impact of brand logo in higher education sector. Particularly, the literature has neglected the benefits that a brand logo can have in this context. Thus, this paper outlines a framework that contributes to a greater understanding of brand logo benefits in higher education sector and extends the framework of previous studies by accounting for continuance commitment and word of mouth. We analyzed our model based on the data obtained from a sample of 340 undergraduate students from public universities in Tehran, Iran. The results indicated that the ideal self-image congruence and the brand logo benefit have a positive significant impact on commitment and word of mouth. In addition, the self-image congruence directly influences the brand logo benefit and word of mouth, and indirectly influences commitment. | ||
کلیدواژهها | ||
brand logo benefit؛ self-image congruence؛ word of mouth؛ commitment؛ higher education | ||
عنوان مقاله [English] | ||
مزایای لوگوی برند: آیا شواهدی از تأثیر آن در بخش آموزش عالی وجود دارد؟ | ||
نویسندگان [English] | ||
فراز صادق وزیری1؛ امید گمار2؛ محمد عظیمی2؛ علی شجاع3؛ امین مظفری2 | ||
1استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران | ||
2کارشناسی ارشد مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران | ||
3دانشجوی دکتری مدیریت بازاریابی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران | ||
چکیده [English] | ||
تاکنون مطالعات محدودی تأثیر لوگوی برند در بخش آموزش عالی را مورد بررسی قرار دادهاند. این مورد بویژه در پیشینه پژوهش و در زمینه تأثیر مزایایی که یک لوگوی برند میتواند در این بخش داشته باشد مورد غفلت واقع شده است؛ لذا مطالعه حاضر در پی ارائه چارچوبی برای درک بهتر مزایای لوگوی برند در بخش آموزش عالی است. علاوه بر این، این مطالعه نسبت به توسعه چارچوب مطالعات پیشین با افزودن مفاهیمی مانند تعهد مستمر و توصیههای کلامی اقدام نموده است. مدل این پژوهش در یک نمونه 340 نفری از دانشجویان مقطع کارشناسی دانشگاههای دولتی شهر تهران مورد بررسی قرار گرفت. نتایج حاکی از آن بود که تجانس تصویر خود واقعی و مزایای لوگوی برند تأثیر مثبت و معناداری بر تعهد و توصیههای کلامی دارند. همچنین تجانس تصویر خود، مزایای لوگوی برند و توصیههای کلامی را به صورت مستقیم و تعهد را به صورت غیر مستقیم تحت تأثیر قرار میدهد. | ||
کلیدواژهها [English] | ||
مزایای لوگوی برند, تجانس تصویر خود, توصیه کلامی, تعهد, آموزش عالی | ||
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